However, the most striking part of the apology is Pei’s offer to make up for the goof: an hour-long open sale either this month or the next for customers who haven’t yet had a chance to buy their device.

It’s possibly the worst way to address a sales issue. As if OnePlus’ invite-based sales weren’t inconvenient enough, customers will now have to wait for an open sale and make sure they’re free during one golden hour just to place an order.

The invite system isn’t remotely user-friendly; it only makes things easier for OnePlus to gauge interest and pace their supply chain without running into hassles. The proposed sale doesn’t make things easier for buyers either. Does customer satisfaction fit into the company’s plans at all?

While mistakes like these may or may not spell ruin for OnePlus, they certainly shouldn’t be emulated by entrepreneurs looking up to the plucky young company for inspiration.